Shelby Fitzgerald

Lachelle Marshall

CONTENTS

Situation Analysis Marketing Mix- Product, Price, Place,

Promotion Segmentation, Target, Positioning

Competition

SWOT Analysis

Marketing Objectives

Marketing Strategy

Marketing in the Media

500 e

500 L

500 C

500

500 Abarth

Product

PRICE

Fiat 500 MSRP: $16,195

500 c MSRP: $19,695

Fiat Abarth MSRP: $22,095

500 e MSRP: $ 31,800

500 l MSRP: $19,195

PLACE

Fiat is a world wide brand.

Based out of Italy

Also big in America, Brazil, Poland, and Argentina

Rated 4th in Europe for production and 11th

worldwide

PROMOTION

Eco-Friendly with a Sexy Edge- each of these

models come with the advantage of good fuel

economy and low CO2 emissions

Minimum of 28 MPG in the turbo and a whopping

122 MPG in the 500e. Other models fall in between

these numbers.

SEGMENTATION

Behavioristic- Fuel Efficient, compact, good for

commuting

Geographic- Great for urban consumers because

it is great on fuel. Also, it is the ideal size to

maneuver through that tough noon traffic of the

city. You can make parallel parking look easy! Puts

off low emissions.

SEGMENTATION CAN'T

Demographic- Consumers between the ages of 20-

28. It is affordable for most incomes, especially those

just out of college who are looking for a nice vehicle

to start your life in with entry level pay. Would also be

a fun new toy for retirees. Not great for families much

larger than three.

Psychographic- Low CO2 emissions( 97g/km- lower

than most competitors), Fun to drive, Great for

commuters.

SEGMENTATION CAN'T

User Rate: Heavy User- product will be used

everyday

User Status: First-Time Users and Potential

Users- allows us to expand our brand to users

looking to buy first brand-new vehicle, or it would

be a good trade for those wanting to get rid of

SUVs and trucks.

TARGET MARKET

Younger generation drivers around the ages of 20-

28. These vehicles are ideal for consumers looking to

buy a brand new vehicle that want stylish yet

affordable. Consumers will love this eco-friendly

vehicles because they comparatively have some of

the lowest emissions and highest MPG. Wonderful for

heavy commuters.

PRODUCT POSITIONING

Eco-Friendly with an Edge

Green to be Envied

MARKETING COMPETITORS

Mini Cooper

Volkswagen Golf

Chevy Spark

Lead on Competition- Lower Emissions, Higher

MPG, Lower MSRP

All are compact, hatchback, and fuel efficient

SWOT ANALYSISStrengths• Blue&Me- hands free

calling• Fuel Economy• Fun to Drive• Easy handling and

shifting• Stylish• Safe

Weaknesses• Interior plastics are

“cheap”• Small Cabin Space• Slow acceleration

Opportunities• Focus on college

students and consumers without families

• Focus on the “FUN” factor

Threats• Not a good family

vehicle• Although it has good

handling the acceleration is slow and power is a little low. This may diverge male drivers

MARKETING OBJECTIVES

Increase sales by 4% per quarter

putting an increase of 16% annually

Raise the average amount of units

sold per dealership by 8-10 units per

month

MARKETING STRATEGY

INCREASE SALES- Increase the

amount of sales to college graduates. • How? Offer incentives for grads

such as $0 with your college diploma or $500-1000 “Grad Cash”

MARKETING STRATEGY

Improve Product Awareness• Target our audience by marketing

campaigns on college campuses across the country.

• Offer opportunities for test drives- Maybe even a test track

• Provide a fun atmosphere to catch attention: Music, Prizes, Games, act…

MARKETING CHANNELS

Print Media- Magazines for younger generations:

Seventeen, Cosmopolitan, Sports Illustrated, Rolling Stone.

Magazines for eco-loving consumers: Eco-Generation,

Community Seeds

Billboards: Fun and attractive posters in urban areas and

college towns

Television: Commercials on stations like MTV, VH1,

Comedy Central, E!, Act….

MARKETING IN THE MEDIA

Contract with celebrities or public relation agencies

to bring attention to Fiat.

Corporations and small companies could use our

vehicles as company cars but also use it to advertise

their company or product.

Start a Facebook page and have people follow Fiat

on twitter.

The End